The Hindu Business Line : A bonding with Maruti through rewards

In an effort to build customer loyalty and ensure that over 5 million customers continue to buy from its stable, the country's largest carmaker Maruti is set to announce an innovative loyalty programme initially across 40 cities and towns in the country.

The Deputy General Manager, Maruti, Mr Arun Arora, told Business Line this is an innovatively designed rewards programme which promises to change the car ownership experience forever.

To be launched in conjugation with Citibank and Indian Oil, the programme of rewards for Maruti owners is built on all the spends they make on the scheme. An Autocard user can redeem his points and potentially get his next Maruti car at nearly Rs 20,000 less than a regular customer.

The biggest benefit for the customer is that he earns the rewards for no-extra obligations.The company, last fiscal, produced over 5.61 lakh cars and has over 5 million satisfied customers across the country. According to independent surveys, about 61 per cent of new car buyers are from its own range of cars. For those who buy a new car, this is valid from the day he acquires a car from the showroom. And for those who already own one, they need to just fill up for the loyalty programme to avail themselves of the rewards programme, Mr Arora said.

There is no membership fee, and each member gets a credit of Rs 10,000 upfront and bonus points accrue for purchase of spares and even for servicing the car. Apart from savings that come through 6 per cent lower charges on service, this is valid for five years. The best part of the programme is it brings a whole new experience for the Maruti owner who enters a relationship with Maruti that goes beyond business.

More Stories on : Cars | Strategy | Customer Relationship Management | Maruti Udyog Ltd

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